Does B2B need 2 B blasé?

Share this content:
Does B2B need 2 B blasé?
Does B2B need 2 B blasé?

If you're anything like me and marketing business to business, you have probably instinctively traded graphic-intensive, colorful sales collateral for stoic, straightforward and very often exceedingly dry content. That content is typically rich with articulate product information. We need to ask ourselves — is this knee-jerk approach to communicating value coming across as mundane and uninteresting? Are you boring your audience to an extent that it is affecting sales?

As a marketer of professional products and services, you believe that your brand value is complex and cryptic. You assume the more verbose and in depth you communicate your significance, the more likely your product
is to be comprehended, trusted and ultimately purchased by your valuable customers and prospects.

Put yourself on the other side of the table for a minute. As a vendor, partner or customer, have you ever struggled to digest a long-winded case study or what seemed to be endless paragraphs of dull product specifications?  While no one can discount the confidence added detail provides for many of your prospects, what you can't quantify are the prospective buyers who are driven away by the information overload in your marketing materials.

Marketing 101 teaches us that if you want to gain attention and ultimately generate loyalty among your customers, brand “stickiness” is often just as important as product quality.  

This lesson seems to have been lost on business-to-business marketers. We are all consumers, right?  Put your intrinsic preference for the balance between statistical detail and visual stimuli aside. The inclusion of both is fundamental in growing your business with both types of customers you are targeting.  

Break the mold. Get creative. So how can you begin to change your focus? You can start by augmenting the tools you already possess. Break behemoth case studies down into smaller, concise pieces that are terse by design and make them easier to digest for your customer or prospect in one sitting.  Develop intuitive graphics and work-flows that clarify and “tangibilize” even the most complex solutions.  

Infuse color. Grab attention with color and graphics that represent your brand. These will generate excitement and crete a brand personality, and that will be more memorable for your audience. Test clever tag-lines or rhythmic jingles. Build consistency with the repetition of graphics and pictures.  This is the glue that binds us and pulls us towards one brand compared with another.  

Personality breeds relateability. In a crowded, mature business-to-business market, it may be the fix you need to break through the clutter and add excitement to your brand and incremental dollars to the bottom line.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above